...Andrea Pérez; Jesús Collado; Matthew T. Liu Purpose Although interest in sustainability within the fashion apparel industry has increased over the last decade, ethical fashion remains a minority trend due to low consumer awareness and consumption behaviour. The aim of the paper is to explore...

... Group Publishing Limited 2010 Shopping Decision making Behaviour Shopping behaviors explain how and where a consumer shops (McKinney et al., 2004). The comfort level of making clothing purchase decisions for oneself, frequency of purchase, amount of time spent shopping...

... for authentic products and ethnic attire; and local activism behavior. In contrast, they exhibited more limited interest in wearing fashionable attire. All respondents placed high importance on fair trade philosophy centered on wages, workplace, and the environment. For all generational cohorts...